The story of the brand Picture, created in 2008, is intimately tied to a genuine passion that Julien Durant and two of his buddies have for skateboarding, snowboarding and surfing. The brand, whose name was chosen somewhat by chance based on something off a snowboard DVD cover, was the result of a shared desire to create something different from what was out there, at the time. Their committed positioning, based on eco-designed products and unique graphics, quickly got people talking about the brand and enabled them to take a seat in the market, alongside the big players.

In this 25th episode of Inside EuroSIMA, Julien Durant discusses how the adventure began, how they made it to the big leagues but also the ups and downs and the challenges they had to face.

He will talk about strategy and the goals behind big budget and big impact films like Zabardast, to help define the brand’s image and how they set up their team. He will also discuss the realities of the wetsuit market and the challenges of trying to find a place in this market with their eco-designed range.

He will speak in detail, with an honest and precise position about the stakes of going digital for a brand like Picture and how sometimes less business entails a refocusing on certain markets. He also gets real about many other topics, including the challenges of conquering the US market.

A rich and fascinating episode in which passion and vision are constantly intertwined.

Enjoy the ride.

You can also listen to this podcast on Apple Podcasts, Spotify, Google Podcast et Deezer.